The Swedish Trade Federation’s E-commerce Indicator for June and July shows that e-commerce in Sweden declined by 3 percent in June and increased by 2 percent in July compared with the same periods last year. So far this year, e-commerce revenue has decreased by a total of 4 percent, measured both in terms of Swedish consumers’ e-commerce purchases from Swedish retailers alone and when e-commerce from foreign retailers is included.
– The e-commerce market in Sweden remains very challenging, and there are no signs of a turnaround anytime soon. E-commerce companies that focus primarily on the Swedish market will likely continue to face significant challenges. It’s most challenging for those selling capital-intensive goods such as furniture online—a segment whose sales have fallen by as much as 37 percent so far this year,” says Per Ljungberg, Head of Innovation at Svensk Handel.
The percentage of Swedes who shopped online increased slightly in both June and July of this year compared with the same months last year. However, the trend is that each online shopper is spending less. In June, the average purchase amount per consumer decreased by 5 percent. In July, it remained unchanged. So far this year, the average purchase amount has not shown a clear increase in any given month. Households’ increasingly tight budgets have affected how much money people spend, but e-commerce as a shopping channel has not been affected to the same extent.
– The shift toward increased e-commerce and consumers’ search for low prices is driving the growth of the secondhand market. Several Swedish digital marketplaces where people can buy and sell used goods have recently reported that sales have been very strong of late, notes Per Ljungberg.
